What evidence do you find that Mullainathan has thought deeply about his subject? Do you think that dieting is the most important subject in his essay, or is he really alerting his audience to...

What evidence do you find that Mullainathan has thought deeply about his subject? Do you think that dieting is the most important subject in his essay, or is he really alerting his audience to something more pervasive? If so, how would you explain his approach?